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Heineken announces global partnership with Formula One

10th June 2016

Heineken and Formula One Management (FOM) have reached an agreement for Heineken to become a Global Partner of Formula 1.

This partnership will start this year at the newly renamed FORMULA 1 GRAN PREMIO HEINEKEN D’ITALIA 2016, in Monza, and run for a multi-year term.

From the 2017 F1 season onwards, Heineken will be the F1 Event Title Partner of three Formula 1 Grands Prix (GP). It will also have a significant presence at several additional F1 Events chosen by Heineken and Formula One Management. Heineken will be the exclusive Global Beer Partner of Formula 1 and will also have substantial pouring, activation and access rights across the majority of F1 Events in the FIA Formula One World Championship. Heineken will not be visible on any F1 cars.

Heineken will create fully integrated global F1 ‘Open your World’ manifesto and “If You Drive, Never Drink” campaigns. Activations will include F1 circuit branding, TV commercials, digital activations, live fan experiences and events, dedicated PR initiatives, and packaging/point-of-sale activations. David Coulthard and Sir Jackie Stewart will be ambassadors for the respective campaigns.

Gianluca Di Tondo, Senior Director Global Heineken Brand at Heineken, said; “Formula One is bigger than a race. It is a global event. F1 represents a unique opportunity for Heineken to engage with existing and potential consumers in important growth markets. F1 delivers in three specific areas; strong commercial opportunities; expansion of our responsible drinking platform in new and innovative ways; and enabling skill transfers between F1 and our employees.”

He added: “This partnership complements our existing global platforms, enabling us to reach F1’s huge spectator numbers and 400 million unique television viewers every year. The hallmark of our long and successful relationships with UEFA Champions League, Rugby World Cup and the James Bond franchise is our passion to excite our consumers. We will be bringing this passion to Formula One.”

Bernie Ecclestone, CEO of the Formula One group, said; “Heineken is a premium international brand with a super reputation for first class marketing. I am very pleased to welcome them to the Formula One family and look forward to the scale and quality of their activation at and away from F1 Events. We are both in the innovation and enjoyment business and I hope that this is the start of a long and special relationship. When I have a beer, I have always been happy with a Heineken”.

The responsibility angle will also be part of the deal underpinned by the message: "If you drink, never drive."

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